Market research is an integral aspect of many airline or airport operations. As such, it is important that any research is not only designed properly, but is also conducted so as to achieve optimal results.
Critically outline, using examples, when market research is utilised in the aviation industry (airline and/or airports).
Discuss the facets that need to be considered before conducting a passenger survey. Please ensure that you address the key elements: the research process, survey design, and questionnaire design. Outline the key aspects of each element, and explain their importance.
Identify three key statistical tests that could be used in analysing market research results. Explain the main characteristics of each test, and using examples, illustrate when we might use each test in aviation market research.
Your answer should be around 2 500 words in length, excluding any tables (or diagrams) you may wish to use. Please indicate the word count on the cover page.